Men's Health became the leading men's magazine in the United States a few years ago, eclipsing the likes of GQ and Playboy in circulation, for one reason. It maintained a service-based model as it's editorial strategy, providing readers with actionable information they could go out in the world and use to their benefit.
It seems that other men's publications have caught on. Esquire in particular has bought into the notion that if a magazine provide information readers can immediately apply to their everyday lives, that those readers may eventually consider that information a necessity. And that makes for more loyal and engaged readers.
More than in the past, the US version increasingly features articles that give men step-by-step instructions on how to shave, kiss, speak, take vacations, etc.; essentially a style version of Men's Health. The October 2009 issue of Esquire's UK edition took it one step further, filling the entire issue with articles on how to live a more stylish life.